Innovative marketing strategy to sell UHT
Milk New Zealand, a Chinese-owned company, cooperated with social media influencers to sell UHT milk cartons. Within one live stream that took place in July more than 70,000 cartons were sold in one minute. That’s the equivalent to 28 containers. The influencer had more than 28 million followers.
Milk New Zealand is the biggest UHT exporter in China. The company states that using social media is an important part of the marketing strategy for the Chinese market. However, they did not want to indicate the amount spent on those activities. The biggest challenge was to ensure that the supply will meet the demand, as a sudden rush could overwhelm a small business.